One may gain attention by wearing a fools cap. But he would ruin his selling prospects

Do nothing to merely interest, assume or attract. This is not your province. Do only that wins the people you are after in the cheapest possible way

The only readers we get are people whom our subject interests. No one reads ads for amusement, long or short... Give them enough to take action

Picture what others wish to be, not what they may be now

One may gain attention by wearing a fools cap. But he would ruin his selling prospects

Impressive claims are made far more impressive by making them exact

Never be led in new paths by the blind